“You’ve got to get that muscle memory—when I shoot a deer, I don’t remember aiming or pulling the trigger—it’s like something clicks. It goes to automatic.”
In this episode of Creepalachia, we sit down with Dwayne and Kelly Moore, the duo behind the Full Rut brand, to talk about hunting, their viral videos, and building a lifestyle rooted in the outdoors. Dwayne, a seasoned bowhunter who got his start after taking down a monster buck in McDowell County in 2008, now runs a growing media presence focused on hunting, archery, and good old Appalachian humor. Kelly, who came up with the name “Full Rut,” joined him on the journey after they got together in 2013. While Dwayne brought the experience, Kelly brought the enthusiasm, and together they found their rhythm creating short-form content that resonated with millions. From exploding watermelons filled with Tannerite to reaction videos and viral bowshots, Full Rut has grown into something much bigger than they imagined.
Building a Brand from the Woods Up
“We started just doing 30-minute hunting shows, but nobody has time to sit through that anymore—so we got into short, funny, quick-hitting videos that still show off what we love.“
Dwayne and Kelly originally set out to create a traditional hunting show with full-length episodes, sponsors, and edited segments. But life, full-time jobs at the federal prison, and the realities of parenting made it hard to keep up with the editing and production schedule. Eventually, they shifted their focus to social media, embracing reels and short-form content that showcased their humor, passion for the outdoors, and everyday moments. A short clip of Kelly shooting her bow in the backyard went viral with over 9 million views in six hours, proving that authenticity and relatability connect better than overproduced content. With tens of millions of views and over 100,000 new followers a day at one point, Full Rut has become a full-blown digital force.
From the Rut to Real Life
“Full Rut isn’t just about hunting season—it’s about living wide open. Whether you’re shooting bows, fishing, hiking, or just laughing at life, you’re part of the Full Rut Nation.”
What started as a passion project became something deeper for Dwayne and Kelly. Full Rut isn’t just a reference to whitetail deer behavior—it’s a way of life. For them, it means going all in. From dealing with overtime shifts and raising kids to building a community online and dealing with internet scams, they’ve stayed true to their mission: exposing more people to the beauty of Appalachian outdoor living. Their Facebook group, Full Rut Nation, is a place for beginners and experts alike to share, learn, and laugh. Whether you grew up in the hollers or you’re watching from a 27th-floor apartment in the city, Dwayne and Kelly invite you to get a little dirt on your boots and join the fun.
To hear the full conversation with Dwayne and Kelly Moore and enjoy some laughs along the way, watch the full YouTube interview below. Got a story to tell or something wild from the woods to share? Submit it at https://creepalachia.tv/contact/.
